The world of design has gone through a monumental shift in the last decade, which has ripped the industry wide open.
Ten years ago, the vast majority of designers were working in Adobe Photoshop. It's a clunky photo editing tool that reigned over the market. No collaboration. No cloud.
In that span of time, the market is now populated by a handful of major players who stepped up alongside the behemoth, including InVision, Sketch, Figma, and Canva.
Sketch launched in 2010, offering the first truly viable alternative to Photoshop. It was made for design, not photo-editing, with a specific focus on UI and UX design. This just as the app craze was coming to a head.
A year later, InVision launched into the mix. Rather than focus on the tools designers use, they focused on the evolution of the organization. With designers consolidating from many specialties to more overarching positions like product and user experience designers, and with the screen becoming more important to every company, InVision filled the gap of collaboration across departments and key stakeholders, with a focus on prototypes.
If designs could look and feel like the real thing, without the resources spent by engineering, to allow for executives, product leads, and others to weigh in, the time it takes to bring a product to market can go way down.
In 2012 came Canva. The product focused primarily on non-designers. The thesis was that, no matter what department you work in, you still need design, whether it be for an internal meeting or for a sales deck to send to a client or simply for a side project you're working on in your personal time.
A little history
Each player in this world
what makes them unique
the growth of the design department
raising the bar on design > competition
What will happen next five years?
Consolidation with cushion
huge opportunity for founders ... re: salesforce
death of the PM?
speed up the lifecycle
opportunity for founders